Pricing – Value Based Pricing

Whether your price is accepted (and recurring business succeeds) depends on how well you explain the additional benefit of your solution to the customer.

Seminar Description

As a powerful lever in the marketing mix, the price has a direct impact on the business result. Which arguments increase price acceptance and how to increase your company's profitability by value-based pricing is the subject of this two-day intensive seminar.

How can you place your offer so that your customers willingly accept the price? A pricing concept that follows only the cost-plus approach is barely suitable to improve your margin. Things are different in value-based pricing because it gives you the strongest arguments for your pricing policy – arguments that are in line with the perspective of your customers.

Your benefit

What can you expect?

You will learn how to position your product or service offer to focus on its value and in accordance with your customers’ preferences. The basis for this is the systematic determination of the value of your products or services from the perspective of your customers.


Confidently apply the relevant levers of pricing policy

All processes relevant to value-based pricing and use of the respective tools is trained on practical examples so that you can use them efficiently in your daily work. Applying best practices from different industries in B2B and B2C markets, opportunities for valuation and value-based pricing – always focused on practical implementation for a targeted increase in profitability.


Content focuses are laid on:

  • Pricing basics
    • Methods
    • Strategies
    • Tactics
  • Defining value-based pricing
  • Meaningful framework conditions
  • Determining the value for the customer
    • Value proposition
    • Economic values
    • Emotional values
  • Methods & instruments in value-based pricing
  • Price argumentation & communication
  • Limits and perspective


Our speakers are experts in the field of pricing and knowledge transfer.

  • Keynote speeches
  • Plenary discussions
  • Group work
  • Case studies
  • Expert tips
  • Tool box
  • Best practices
  • Cross-industry exchange

Target group

Who is the seminar for?

Responsible sales, product, marketing and controlling managers – in all industries

Speakers and Trainers

The speakers and coaches at the ISS International Business School of Service Management are active managers, entrepreneurs and consultants with many years of service experience.


Duration: 2 days (classroom training)

Start/End: 09:00 am to 05:30 pm each


We will inform you about the location of the event in due time.

Our Services

What you can expect from us:

  • Seminar participation & networking
  • Seminar documents
  • Drinks and lunch
  • Certificate of attendance


Please contact us for a selection of hotels for your accommodation.

Your Investment

Seminar € 1,860.00 plus VAT


Business Networking Package

The Business Networking Package is optional and includes the individual support of the participant throughout the entire duration of the course. Evening events with course participants and accommodation in the same hotel promote networking between the participants and increases their motivation. This package was developed for holistic learning and has proven to be a valuable addition to the course.
The price is subject to fluctuations due to the event and hotel selection and is communicated individually.

Information and registration

ISS International Business School of Service Management

Dorotheenstraße 29 a
D-22301 Hamburg
Fon: +49 40 53 69 91-55
Fax: +49 40 53 69 91-66

We also offer all seminars and courses in-house, in English, customized and on demand.
Subject to change.